PEOPLE WERE FIGHTING IN THE COMMENTS LIKE NO

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Promoted product

Salt & Xo

3 videos3 creators

Why it worked

The video leverages a compelling 'founder story' narrative that turns a logistical challenge (selling out) into a social proof mechanism, making the brand feel highly desirable and exclusive.

Summary

The founder of Salt XO shares the story of how her soap brand experienced explosive early growth, leading to viral demand and intense customer competition during product launches. She discusses the challenges of scaling production from her mother's kitchen while managing thousands of simultaneous visitors on her website.

Structure

1Founder recounts viral demand for her soap brand
2Describes the struggle of scaling production from home
3Highlights the intense competition during monthly launches
4Reflects on the rapid growth and need to hire staff

Product placement

Original caption

The Day Her Soap Started a Facebook Fight Founder story: how one soap brand's early demand got so intense customers started arguing in the comments over stock. A look at the chaotic early days of Salt XO before it became an 8-figure company. "Would you fight in the comments over a sold-out product? 👀" #FounderStory #SoldOut #EntrepreneurTok #SmallBusiness #theschoolofhardknocks

Salt XO (a soap brand) — ACTS: The founder describes its early viral demand and the process of selling it. Removing it would change the entire subject of the video. Shopify (e-commerce platform) — ACTS: The founder explains using it to track website visitors during product launches. Removing it would remove the specific evidence of the brand's growth. School of Hard Knocks Podcast (channel logo) — APPEARS: Watermark in the background. Removing it would not change the video content.

On-screen text

PEOPLE WERE FIGHTING IN THE COMMENTS LIKE NO She didn't sell soap. she started a Facebook war YOU BETTER NOT TAKE ALL THE SOAP THIS IS KIND OF FUNNY BUT WHEN I STARTED SELLING ON FACEBOOK PEOPLE WERE FIGHTING IN THE COMMENTS LIKE NO YOU BETTER NOT TAKE ALL THE SOAP BECAUSE I ONLY COULD MAKE SMALL BATCHES AND PEOPLE WERE REALLY ARGUING IT WAS VIRAL ON TWITTER YOU GUYS ARE TAKING UP ALL THE SOAP WE CAN'T EVER HAVE ANY FOR OURSELVES I WAS LIKE Y'ALL IT'S JUST SOAP BUT IT WASN'T YOU GUYS WERE SELLING OUT WE WERE SELLING OUT WITHIN 5 MINUTES AND IT WOULD TAKE ME AT LEAST 2 WEEKS TO MAKE ALL OF THE SOAP I WAS MAKING AT MY MOM'S HOUSE AT THAT TIME I HAD MOVED FROM MY COLLEGE DORM TO MY MOM'S HOUSE CAUSE I NEEDED MORE SPACE AND MY ROOMMATES WERE TIRED OF ME AT THAT POINT THEY'RE LIKE COME ON Y'ALL LIKE YOU'RE DESTROYING THE KITCHEN I STARTED AT MY MOM'S HOUSE I WAS MAKING SOAP IT WOULD TAKE ME ABOUT 2 WEEKS TO MAKE IT I WOULD HEAT SEAL EVERY SINGLE BAR AND I REALIZED I WAS ON TO SOMETHING WHERE PEOPLE WERE REALLY FIGHTING TO PURCHASE AND THEY WERE GETTING UPSET ABOUT IT AND I WOULD LOOK AT THE CAUSE ON SHOPIFY YOU CAN SEE THE VISITORS AT ONE POINT THERE WAS 18,000 PEOPLE ON MY WEBSITE 12:01 I WOULD LAUNCH AT NOON ONCE A MONTH BY 12:01 IT WAS 18,000 PEOPLE ON MY WEBSITE I WAS LIKE WHAT HOW LONG WAS THIS UNTIL YOU LAUNCHED THE BUSINESS THIS WAS ABOUT SEVEN MONTHS IN WOW MAYBE SEVEN MONTHS IN YEAH IT WAS VERY QUICK THAT'S WHY I WAS LIKE OH I'M ONTO SOMETHING BECAUSE IT GREW SO FAST AND IT WAS OUT OF MY CONTROL THE ONLY THING I NEEDED TO DO WAS HIRE PEOPLE AT THAT POINT

Transcript

People were fighting in the comments like no, you better not take all the soap. This is kind of funny, but when I started selling on Facebook, people were fighting in the comments like no, you better not take all the soap because I only could make small batches. And people were really arguing online. It was viral on Twitter. Like, you guys are taking up all the soap, we can't ever have any for ourselves. I was like, y'all, it's just soap, but it wasn't. We were selling out within five minutes and it would take me at least two weeks to make all of the soap. I was making it at my mom's house. At that time, I had moved from my college dorm to my mom's house because I needed more space and my roommates were tired of me at that point. They're like, come on y'all, like you're destroying the kitchen. I started at my mom's house. I was making soap. It would take me about two weeks to make it. I would heat seal every single bar and I realized I was on to something when people were really fighting to purchase and they were getting upset about it. And I would look at the, because on Shopify you can see the visitors. At one point there was 18,000 people on my website. 12:01, I would launch at noon once a month. By 12:01, it was 18,000 people on my website. I was like, what? This was about seven months in. Maybe seven months in, yeah. It was very quick. That's why I was like, oh, I'm onto something because it grew so fast and it was out of my control. The only thing I needed to do was hire people at that point.